LEADER 03121nam 2200601 a 450 001 9910790574603321 005 20230803021507.0 010 $a0-7748-2504-9 010 $a0-7748-2506-5 024 7 $a10.59962/9780774825061 035 $a(CKB)2550000001113511 035 $a(EBL)3288481 035 $a(CEL)446210 035 $a(OCoLC)860709318 035 $a(CaBNVSL)slc00233227 035 $a(MiAaPQ)EBC3288481 035 $a(MiAaPQ)EBC3412870 035 $a(OCoLC)851238275 035 $a(MdBmJHUP)muse49077 035 $a(Au-PeEL)EBL3412870 035 $a(CaPaEBR)ebr10753527 035 $a(CaONFJC)MIL513367 035 $a(OCoLC)923089032 035 $a(DE-B1597)661387 035 $a(DE-B1597)9780774825061 035 $a(EXLCZ)992550000001113511 100 $a20130821d2013 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aBrewed in Japan$b[electronic resource] $ethe evolution of the Japanese beer industry /$fJeffrey W. Alexander 210 $aHonolulu $cUBC Press$d2013 215 $a1 online resource (317 p.) 300 $aFirst published in Canada by UBC Press. 311 $a0-7748-2505-7 311 $a1-299-82116-2 320 $aIncludes bibliographical references and index. 320 $aIncludes bibliographical references and index. 327 $aIntroduction: beer's evolution into a Japanese commodity -- Foreign influences: the origins of Japan's beer brewing industry, 1868-1906 -- Keeping up appearances: maintaining beer's German authenticity, 1906-36 -- Brewing self-sufficiency: beer, empire, and the wartime command economy, 1937-45 -- "The taste of home": beer as postwar Japanese commodity, 1945-72 -- Learning from Japan: "Orion beer" and Okinawan consumer identity, 1945-72 -- Indigenous brews: innovation, entrepreneurship, and beer's continuing evolution. 330 $aAlthough Japan's beer industry dates back nearly 145 years, to date there has been no English-language source documenting its origins, growth, and evolution. Spanning the earliest attempts to brew beer to the recent popularity of local craft brews, Brewed in Japan explores beer's steady rise to become today's "beverage of the masses." Alexander sheds light on the advent of Western-style taverns and beer gardens, the control of beer production by Japan's Ministry of Finance during the Second World War, the rapid rise in women's beer consumption postwar, and the continued dominance of long-surviving firms such as Asahi, Kirin, and Sapporo. Featuring an array of Japanese sources, this book further illustrates how post-war marketing campaigns and shifting consumer preferences made beer Japan's leading alcoholic beverage by the 1960s. 606 $aBeer industry$zJapan$xHistory 615 0$aBeer industry$xHistory. 676 $a338.4766 700 $aAlexander$b Jeffrey W$01097634 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910790574603321 996 $aBrewed in Japan$93869239 997 $aUNINA